16.
Example:
Data tells us (at Yammer) that mobile app downloads predicate continued engagement,
especially if the download occurs in the the first 30 days.
Based on this, we can start testing sending a reminder to download the mobile
app in that timeframe.

18.
Let’ssayI’mthedirectorofemailforAirBnB
1. I have a massive deck of transactional emails as well as marketing emails
2. I have to deal with a large number of languages
3. All of my emails are (mostly) customized by user / market / language

19.
What?
1. a structure to fill in,
2. a place to store the content
3. a way to identify which content which customer gets